176 million impressions
7.1 million profile visits
470,000+ accounts reached per month
80,000+ accounts engaged per month
Fastest growing major sports league in the world 2021.
49.1 million followers
7 billion video views
1.5 billion interactions
16% share of the total minutes consumed in the digital sports arena.
2021 was a huge year for Will, his increased visibility on both linear and digital networks resulting in a personal and professional cross-platform surge in presence, follows and engagement.
Will's personal twitter page saw a record 7 million visits in 2021, his tweets hitting over 175 million impressions in the calendar year.
On Instagram, a steady uptick in followers over the first two years of the new decade saw him finish 2021 with over 175,000 at year end. With a monthly average of 475,000 accounts reached and an account engagement of 85,000 per month, his reach on this particular platform shows no sign of slowing down.
Once again Formula 1 was the fastest growing major sports league on the planet in terms of follower growth in 2021. The sport now has 49.1m total followers and saw the highest engagement rate with social posts compared to other major sports in 2021.
In 2021, followers (across Facebook, Twitter, Instagram, YouTube, Tiktok, Snapchat, Twitch and Chinese social platforms) were up 40% to 49.1m, video views up 50% to 7bn and total engagement up 74% to 1.5bn.
Additionally, total video views across F1.com, the F1 app and social media were up 44% vs 2020 to 7.04bn, unique users were up +63% to 113m and page views were up +23% to 1.6bn. In China F1 saw very strong digital growth with followers on Chinese platforms (Weibo, WeChat, Toutiao and Douyin) up 39% to 2.7m.
The results mean that Formula 1 is outperforming other major sports in the digital arena. The digital share of total minutes consumed (across broadcast and digital) has grown from 10% in 2020 to 16% in 2021.